From the success of the interactive elements of ‘The Pony’ campaign, we knew allowing people to get involved considerably increased enjoyment and sentiment. Based on these learnings, the #SingItKitty web app further deepened consumer interaction. Enabling people to create a personalised video featuring them and their friends by uploading a static photo. Making it easy for them to add their friends photos too meant that the video quickly spread. Users shared their videos by @ and tagging their friends also in the video. Meaning the videos appeared as a must-watch notification in their social streams.

To date, the TV ad has received over 5.3 million views on YouTube, and the web app over 5.4 million visits, with over 1.8 million videos created in the space of a month. The campaign went viral with 51% of its traffic coming from social networks, showing how much consumers loved their personalised videos.

Notable PR for the campaign includes coverage in Metro, The Huffington Post, The Independent and the BBC, alongside segments on Good Morning America and Australia Today. #SingItKitty has also received widespread celebrity endorsement from the likes of Victoria Pendleton, Stephen Fry, Martine McCutcheon and Kirstie Allsopp.